21 Jun 24 Innovative Billboards in Africa: Campaigns that Redefine Outdoor Media
Billboards have played a crucial part in marketing for more than 100 years, dating back to 1835. Their long lifespan proves how effective they are in boosting brand recognition, often surpassing other types of media in performance. The introduction of digital billboards into the OOH media arsenal 2002 was impeccable, transforming outdoor advertising by giving room to dynamic and engaging content that traditional billboards were unable to compete with.
Adapting to this change is Africa, which has displayed some groundbreaking billboard campaigns that revolutionise outdoor media. Our study centres on three nations: Kenya, Egypt, and South Africa, each showcasing distinct and innovative applications of billboards. Their campaigns demonstrate how digital billboards in Africa are becoming more engaging and effective than ever, standing out on a global scale with the help of advanced technology and local creativity.
Billboards In Africa: Bill The Board In Kenya
In October 2014, Sprite, a brand owned by the well-known Coca-Cola company, launched “Bill the Board,” a unique billboard that caught attention for its creative approach. Instead of following their successful “Obey Your Thirst” marketing campaigns, Sprite took a fresh and unusual approach. Situated strategically at the busy Uhuru Highway roundabout near Nyayo Stadium, this billboard in Kenya brought a unique personality and humour to the urban scenery, adding a refreshing touch.
“Bill the Board ” stood out due to its ability to express its own emotions, display a self-absorbed attitude, and hilariously touching on its struggles in life as a billboard. By giving an inanimate object a personality it enhanced the billboard’s appeal and connection with the audience. For example, it displayed notifications such as “Uhuru roundabout is experiencing heavy traffic,” then added “Apologies, you’re stuck in it,” leading consumers to genuinely relate to advertising rather than feeling pressured to buy a product. Strategically positioning it in a high-traffic location guaranteed optimal exposure and engagement, transforming ordinary traffic congestion into an entertaining encounter for travellers.
Outdoor Media: EBank Billboard Ad In Egypt
EBank initiated a creative and state-of-the-art out-of-home (OOH) campaign in Egypt, in early 2024 that intrigued onlookers with its 2D animation. This marketing campaign successfully combined the world-renowned charm of Egyptian landmarks with the modern style of EBank’s branding, representing a smooth integration of history and innovation.
The advertisements were strategically positioned in busy areas like train stations, airports, and highways. The billboards at train stations and airports were designed horizontally to catch the eyes of travellers, while the vertical rectangular ones on highways were meant to be seen by both drivers and passengers. This positioning proved to be very successful for EBank, since these areas are visited by people who probably require financial services while they are travelling or commuting.
The success of these billboards was achieved through their visually appealing design and strategic placement for the tourism industry. They didn’t just market a product; they developed a story linking the brand to Egypt’s cultural history, resulting in a stronger bond with the audience.
A Taste of the Country in South Africa
During December 2023, Stork introduced an engaging billboard in South Africa named “A Flavour of the Countryside” at the Mall of Africa, one of SA’s most bustling shopping centres. This initiative aimed to offer customers a distinctive and revitalising experience following a difficult and lengthy year.
The interactive billboard encouraged shoppers to pause their holiday shopping rush and enjoy a taste of the country with Stork. Shoppers had the option to select one of three delicious choices from the interactive billboard, which were brought directly from the rural area and delivered in real-time. The choices comprised a Gourmet Tramezzini from Whispering Pines, a Waffle Stack from Toadbury Hall, and The Fun Guy from Ground Cafe, all in distinct countryside locations near Johannesburg. Orders were delivered fresh from the country in just one minute, arriving on a delivery bike and hand delivered by the actor on the screen This OOH campaign certainly had a lot of moving parts, from live acting being recorded and broadcasted as well as food preparation.
Danisa Parks, Marketing Manager for Stork South Africa, emphasised, “Our focus is centred on the country in all aspects of our operations.” It is stated in our name. That’s what individuals desire. We took advantage of a special media opportunity to bring the city to the country. This advertising initiative not only emphasised Stork’s core values but also offered customers a memorable and interactive experience that aligned closely with the brand’s dedication to “wholesome country goodness.”
Conclusion
The creative billboards in Africa show how outdoor advertising can become a lively and captivating form of communication. These campaigns have changed the possibilities of digital billboards by using advanced technology and innovative local ideas. Businesses should pay attention to these tactics and aim to develop distinctive and unforgettable encounters for their customers.
Digital billboards provide a degree of creativity and interaction that traditional billboards are unable to rival. At Alliance Media, we motivate brands to investigate the extensive opportunities of digital billboards. By adopting creative ideas and smart positioning, businesses can improve their brand visibility and engage with their target customers more effectively. Let’s be motivated by these innovative campaigns and challenge the limits of outdoor media. Contact us now to get your very own captivating and one-of-a-kind billboard!